by Matthew Gonnering
YouTube is an awesome destination for videos – but it is not a management tool. It is important to understand the distinction. Because marketers — B2B, B2C, small, big, tall, short — are all beginning to realize that video is an integral part of their marketing mix and should be used as one of the components to communicate with the marketplace.
If you have videos and plan to produce more, you need a library system in place to help manage and distribute these incredibly large files. This is Digital Asset Management (DAM).
YouTube is simply a way to distribute your video assets. It does this better than any other site, by far. For example, let’s take the “Will it Blend” series of videos from Blendtec, a manufacturer of blenders, which have millions of YouTube views and counting. If you haven’t seen them, you can check them out at: http://www.youtube.com/user/Blendtec.
The campaign resulted in 65 million views on YouTube and 120 million views on WillIitBlend.com. More than 200,000 new subscribers signed on to Blendtec’s website and sales increased by 700 percent.
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